There’s been a lot of talk about millennials in the past few years. Countless articles have been written about their living habits, and new studies are consistently published about how their behavior differs from previous generations. Comprised of people between the ages of 18 and 35, millennials are one of the largest age groups in the U.S., and will make up over 75% of the workforce by 2020. To some, they are a baffling group—young people who aren’t satisfied with one job, who may still live with their parents, and who seem to be constantly connected to their social networks. It can be difficult to come up with strategies to reach this group with your mission.
However, to the savvy marketer, millennials can be an incredible resource.
Their social connectedness, value-focused living, and willingness to invest in causes they care about make them a perfect group for your campaigns. We’ve outlined some of the best strategies to engage with millennials, so you can make the most of your marketing opportunities.
Be Mobile
Over 85% of millennials own smartphones, and they use phones for everything from reading the news to purchasing event tickets. As a generation of multi-taskers, they might be perusing an article while at the grocery, or looking at new products on their phones while watching TV. This connectedness means that it’s essential that you make your website look great, not only on a computer screen, but also on a phone screen.
When optimizing your site for mobile viewing, avoid slow-loading graphics or animation. Information should be easily accessible and readable, so that if someone is quickly glancing at your site, he or she will be able to see the most important information first.
Focus on Social Groups, Rather than Life Stages
For millennials, life isn’t linear. Instead of going to college, getting a job, and buying a house, many millennials are choosing alternative paths. Some might decide to travel before attending college, while others might rent an apartment, rather than purchasing a home. Growing up in an age of economic downturn, combined with an abundance of student loan debt makes millennials much more cautious than previous generations when it comes to making major life decisions. As a result, focusing your marketing campaigns toward specific life stages like home-buying may cause you to miss out on a large group of people who might have been interested in your organization.
When creating a marketing plan, it can be more beneficial to target millennials based on what they care about. For example, focusing on those drawn to social causes or those who are passionate about a particular issue may yield more results than broad, demographically oriented marketing.
Be Engaging
As active participants in the digital age, millennials are used to having unlimited information at their fingertips. The rise of social media means that news and events are available as they occur, so most millennials are used to having not only immediate access to content, but also access to the most relevant content available.
The content you showcase on your website and across your social media channels should be innovative and original, so get creative! A clean, informative website, interesting social media updates, and relevant blog posts will help make your organization fresh and engaging. (Need some ideas for creative blog posts? We’ve got some ideas here.
Be Authentic
Millennials are drawn to authenticity. They hold intangible qualities like happiness and discovery in high regard, rather than being results or product oriented. This can sometimes mean they have a certain amount of skepticism when it comes to marketing— many millennials won’t invest in something just because they are told to. Instead, they research, they review, and they talk to friends to determine whether a product or company fits with their values before investing. In fact, millennials don’t even choose their careers for income— they make the choice based on whether or not they feel as though the work they are doing is valuable.
This is good news for nonprofits. Since most millennials are so value-focused, it means that they are naturally drawn to organizations that are innovative, genuine, and heartfelt. They want to see how your organization is making a difference, so don’t be afraid to be transparent. Share your story, or the stories of people you’ve helped. The more you are able to actively communicate and live your mission, the more millennials will be drawn to what you are doing.
Need help revamping your marketing strategy? Considering a website redesign? We can help! Give us a call or send us an email— we’re here to help with whatever you need. Get in touch, and let’s do good together.